Television

Colors to air season 2 of '24' with sponsors Maruti Suzuki and Oppo

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MUMBAI: Featuring an intense and rugged looking Anil Kapoor as Jai Singh Rathod, Colors unveiled the first look of its much- anticipated espionage thriller 24 season 2 or 24s2. The first trailer revealed much about the upcoming season, leaving the audience awestruck.

The trailer makes it evident that Jai Singh Rathod has isolated himself from the world to become a recluse in self-imposed exile. It shows that his dark past has made him a fugitive; while his daughter Kiran supports him, his son Veer, who has become a part of the intelligence bureau, does not. Season two will also show how drug-lord Haroon Sherchan threatens to release a contagious airborne virus which could eradicate humanity unless his brother Roshan is released from prison. Setting in motion a series of events, the one man- army Rathod returns to thwart every sabotage attempt and face political blackmail, while battling an unseen enemy with a personal vendetta at the same time.

The Indian adaptation of the US series 24 has been co-produced by Anil Kapoor Film Co and Ramesh Deo Productions and directed by Abhinay Deo & Rensil D’Silva.

Season 2 of 24 is to be a weekend show. Though the channel didn’t officially announce the date, it is believed that the show would launch on 16 July at 9pm on Saturday- Sunday.

Speaking with Indiantelevision.com, Colors CEO Raj Nayak said, “24 Season 2 is a weekend show, while the time and date has not been decided as yet, it is most likely to be in July. Also deciding the time slot is more of challenge for us because we have so many shows on the channel and it’s difficult to decide which show 24s2 will replace. It is likely to be a 9pm show.”

Nayak expressed, “The first edition of 24 was an unprecedented game- changer, it conquered the Indian television industry with its freshness and gripping narrative. The show pushed the traditional boundaries with the device of presenting the plot within a real time format. Anil Kapoor and the team have an incredible job as the second season looks even more riveting in terms of storytelling and very international in terms of look and feel. Every time when we make show on Colors our expectations are very high. We worked hard towards making the show and try making it big.”

The show will see a robust multi-media promotional plan across key markets, including a 360 degree marketing campaign. “We are looking at this show as a film. We won’t leave out any medium be it radio, digital, outdoor, cinema, television or print. The weightage will differ, but visibility will be there across the channels,” informed Nayak.

The show has also earned the support of the advertising community with Maruti Suzuki coming on-board as the presenting sponsor and Oppo Mobiles as the ‘powered by’ sponsor for the second season of the show. According to industry guestimates, Maruti Suzuki had agreed to invest close to Rs 23 crore for the title sponsorship.

A source close to the development informed Indiantelevision.com, “The show’s ad rate is Rs 2.5 lakh per 10 second slot and the production cost of per episode is between Rs 1.5
crore- to Rs 1.7 crore.” Tthe production cost per episode of the first season has been estimated around Rs 1.4 crore.

Divulging details about season 2 of the show, actor and producer Anil Kapoor said, “The real star of 24 is the concept which will compel viewers to think about national sensibility and sentiment. We have devised a complex plot which when combined with Jai Singh Rathod’s volatile relationships, strong instincts and adrenaline- fuelled action, will be the perfect setting to foil a devastating terrorist plot. We are exploring different plotlines to enhance content relatability, shooting at multiple real locations outside Mumbai, and anteing up the production scale to enhance to overall television viewing experience.”

Commenting on its association, Maruti Suzuki India Ltd executive director (Marketing and Sales) RS Kalsi said, “We always like to associate ourselves with the brands which are equally powerful, synergistic and reinforce our relevance. Talking about these three factors, 24 is a premium content based on international format following a global standard. S-Cross is a premium offering, which offers a unique combination of power and performance of a SUV and the comfort and refinement of a sedan. The target audience that 24 caters to and its genre allows us to draw synergies between the brands of S-Cross and 24.”

Oppo MD of International Mobile Business and president of Oppo India Sky Li also added, “We are thrilled with this partnership with the popular show 24-the most awaited show this season on Colors. Oppo Mobiles has been a game-changer in the mobile devices industry through its innovation and leadership in selfie technology and camera performance and so is show 24 with its action packed drama amid twists and turns. Our alliance with the show enables us to draw synergies with the its target audience and cater to their needs while increasing market penetration and brand recall.”

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